Market Segmentation: Strategies for Targeted Growth
Understanding Market Segmentation
The market is not considered a single unit because consumer characteristics and needs vary, and individuals do not seek the same benefits when making purchases. Businesses cannot offer the same service or product to all consumers, as competition is intense and there are numerous alternatives available.
Defining Market Segmentation
Segmentation is the process of dividing the market into homogeneous subgroups to implement a differentiated marketing strategy for each, effectively meeting specific needs and achieving business goals. During economic crises, segmentation often shifts toward contrasegmentation: grouping rather than dividing.
The concept of segmentation is based on the proposition that consumers differ...